Army Launches New Advertising Campaign

Army Launches New Advertising Campaign

Article excerpt

WASHINGTON-After two decades, the Army is scrapping its memorable "Be all you can be" advertising slogan and replacing it with what is being called a compelling new advertising campaign. This marks its first major change in advertising direction since 1981.

Ads unveiled last month by Secretary of the Army Louis Caldera opened the innovative campaign, which centers on the message "An Army of One." The multimedia campaign, the result of extensive research, will present a powerful, 21 st century appeal, highlighting Army values and unity while relating them to the personal aspirations of today's youth.

"The `Army of One' campaign focuses on the strength and teamwork of the U.S. Army as a united force of many soldiers, while reinforcing the concept that each individual makes a unique contribution to the Army's success," said Caldera. "Today's youth want to feel empowered to make a difference individually and as a group." The secretary added, "This campaign illustrates the personal transformation that occurs when young men and women become soldiers, and develop into leaders. This transformation is a result of the training, expertise and empowerment only the Army can provide."

Members of the Army staff and Linda Wolf, chief executive officer of Leo Burnett USA, joined Caldera for the Pentagon announcement unveiling the ads, a redesigned www.goarmy.com recruiting web site and a bold new logo. A three-agency marketing alliance led by Chicago-based Leo Burnett USA developed the new national communications campaign with Army officials. Cartel Creativo, a San Antonio-based Hispanic agency, and IMAGES USA, an African-American agency in Atlanta, developed integrated cultural strategies to reach Hispanic and AfricanAmericans. The Army selected all three agencies in June 2000 to carry out a new performance-based advertising agency contract.

The exciting television commercials and vivid print advertisements feature real soldiers who personify the essence of "An Army of One. …